State of Product Marketing report 2023 Product Common problems when reporting to internal teams marketing As the old adage goes: you’ve gotta take the rough with the smooth. So, we put our tin hats on and braced ourselves for insights into the internal and external highlights and challenges af昀椀liated with the product marketing role. challenges Internal challenges “People don’t want to try new things.” “It’s hard to measure our impact given the collaborative nature of the role. If there’s an increase in leads, marketing “There’re so many opportunities for communications gets the credit; if there’re more quali昀椀ed leads, lead improvement, but too little time.” generation is the one that reports it; if they convert more, it’s sales; if customers “There’s not enough time to complete all stay longer, it’s customer success; if the projects I need/want to work on.” they use more features, it’s product; if they avail of new products, it’s the upsell team. We’re involved in all that, and “Very few people understand the more, but it’s hard to quantify it.” strategic value of product marketing.” “The leadership team are constantly “Leadership isn’t being aligned with the changing goals and don’t seem to have product or its messaging. They’re always any form of cohesive strategy.” changing what they want, or aren’t aligned with one another.” 73